Advertising: A Framework - Couverture souple

Lane, W. Ronald; Russell, J. Thomas

Couverture souple

ISBN 10 : 0130852201 ISBN 13 : 9780130852205

Editeur : Pearson, 2000

Synopsis

For courses in Advertising Principles, Introduction to Advertising, Communications, Journalism, and for use as a supplement to graduate courses in Advertising programs.

This text examines the core components of contemporary advertising as they relate to marketing promotion and marketing communication. It shows how the development of brand strategy and brand equity is crucial to successful advertising.

A propos du livre

À propos de l'auteur

RON LANE is Professor of Communications at the University of Georgia. He is also a partner in SLRS Communications, an advertising-marketing agency and a member of the American Advertising Federation's (AAF) Academic Division Executive Committee.

TOM RUSSELL is the Phil Landrum Professor of Communications at Piedmont College, Demorest, Georgia. He was formerly Professor of Advertising and Dean of the Grady College of Journalism and Mass Communication at The University of Georgia. Tom received his Ph.D. in Communications from the University of Illinois and was formerly editor of the Journal of Advertising.

À propos de la quatrième de couverture

The Internet has changed the advertising world―forever.

In Ron Lane and Tom Russell's new Advertising: A Framework, find out how the Internet is changing the organization as well as the key strategies for agencies, marketers, and consumers. In addition, learn about the Internet's changing role in the production of advertising campaigns as the authors look into some of the key future developments. Lane and Russell have written a compact yet complete look at all aspects of advertising in the digital age, giving students time to develop campaign strategy and their own Web sites.

Détails de l'édition

• Éditeur: Pearson
• Date d'édition: 2000
• Langue: anglais
• ISBN 10: 0130852201
• ISBN 13: 9780130852205
• Reliure: Broché
• Numéro d'édition: 1
• Nombre de pages: 378
• Coordonnées du fabricant: non disponible
• Personne responsable: Riccardo Bacigalupo; riccardo.bacigalupo@sanoma.it; ; Sanoma Italia Via Arconati, 1 �; Milano; 20135; Italie